Sales boom for whiskey

07 September, 2007

There's been a big jump in sales for imported whiskey and it's largely thanks to a new lease of life for market leader Jack Daniel's, which accounts for 55 per cent of the category.

The brand grew sales by 19.4 per cent - after a much slower year in 2005-6, when it grew just 4 per cent - on the back of increased cinema, radio, outdoor and press advertising. It has also been running tactical promotions, including limited edition and gift packs, around Christmas and "Jack's birthday" in September. JD is also sponsoring music events for consumers and trade throughout the year.

Jameson, which has been looking fairly stagnant for the last few years, saw a 13.5 per cent sales surge in the second year after Pernod Ricard took the brand over from Allied Domecq. Pernod has invested in

the brand, including a £500,000 marketing campaign around alternative golf event the Shoreditch Urban Open. The brand is to be repackaged with a new bottle shape, a stronger logo and

more emphasis on its Irish provenance.

Last year's star performer Jim Beam†turned in a much poorer performance, dropping 8.6 per cent of sales after climbing 36 per cent in 2005/6.

Off-trade imported

whiskey value

Year to

11/8/07: £114 million

Year to

15/7/06: £100 million

Change from Aug 2006: +12%

Top five imported whiskey brands

1 Jack Daniel's +19%

2 Jameson +14%

3 Jim Beam


4 Bushmills -9%

5 Old Redwood Canadian -2%

Off-trade market share Year to Aug 11 2007

Value 25%

Volume 52%

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